Paradoxes in Chinese Consumer Behavior

Paradoxes in Chinese Consumer Behavior

A Literature Review and Strategic Implications

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This monograph provides a review of the literature on Chinese consumer behavior and its strategic implications. The contemporary hybridity of the Chinese market is explored by concentrating on seven constructs, each representing a paradox or apparent contradiction. These seven constructs focus on the contrasts posed by: the consumer impact of the open-door policy versus market socialism, the consumer values of long-term orientation versus prosperity now, collectivism versus conformist individualism, low power distance versus status appeals, rapid economic growth versus feelings of perpetual in...